How high do the piano stairs go? Applying fun to user experience (GOVIS 2011)

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In 2009, as a part of their “Fun Theory”, Volkswagen replaced a Stockholm subway station's staircase with working piano keys. These keys played tunes as people walked up and down them.

Staircase usage (versus escalator usage) increased by 66 percent.

We are all in the business of user experience; our users may be staff members, customers, or citizens. Our goal is to ensure the path of least resistance (/most fun) is the same as the desired path.

How far can we take the Fun Theory and what are its limitations?

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  • Games are inefficient detours from reality we choose to distract ourselves with Websites are most often a means to an end
  • How high do the piano stairs go? Applying fun to user experience (GOVIS 2011)

    1. 1. By Matt Lane GOVIS Conference 2011 21 June 2011 How high do the piano stairs go? Applying fun to user experience Presents: INSERT COINS WEB EXPERIENCE MANAGEMENT SOLUTIONS
    2. 2. Level 1: Piano stairs and “Gamification” Level 2: Examining fun and games Level 3: A return to the real world L1 L2 L3 WEB EXPERIENCE MANAGEMENT SOLUTIONS
    3. 3. Level 2: Examining fun and games Level 3: A return to the real world L1 L2 L3 WEB EXPERIENCE MANAGEMENT SOLUTIONS Level 1: Piano stairs and “Gamification”
    4. 4. Piano stairs and the “Fun Theory” L1 L2 L3 WEB EXPERIENCE MANAGEMENT SOLUTIONS
    5. 5. <ul><li>“ Gamification” </li></ul><ul><ul><li>Movement in the last few years to: “just add fun/game” </li></ul></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS L1 L2 L3
    6. 6. <ul><li>“ Gamification” </li></ul><ul><ul><li>“ the process of using game thinking and game mechanics to solve problems and engage users” </li></ul></ul><ul><ul><li>Gabe Zichermann </li></ul></ul><ul><ul><li>http://www.slideshare.net/gzicherm </li></ul></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS L1 L2 L3
    7. 7. <ul><li>Some “Gamification” mechanics </li></ul><ul><ul><li>-Points </li></ul></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS L1 L2 L3
    8. 8. <ul><li>Points: Youtube views and “likes” </li></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS L1 L2 L3
    9. 9. <ul><li>Some “Gamification” mechanics </li></ul><ul><ul><li>-Points </li></ul></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS <ul><ul><li>-Badges </li></ul></ul>L1 L2 L3
    10. 10. <ul><li>Badges: Foursquare </li></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS L1 L2 L3
    11. 11. <ul><li>Some “Gamification” mechanics </li></ul><ul><ul><li>-Points </li></ul></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS <ul><ul><li>-Badges </li></ul></ul><ul><ul><li>-Collecting sets / “100%” </li></ul></ul>L1 L2 L3
    12. 12. <ul><li>Collecting sets / “100%”: LinkedIn Profile completion </li></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS L1 L2 L3
    13. 13. <ul><li>Some “Gamification” mechanics </li></ul><ul><ul><li>-Points </li></ul></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS <ul><ul><li>-Badges </li></ul></ul><ul><ul><li>-Collecting sets / “100%” </li></ul></ul><ul><ul><li>-Unlocking rewards </li></ul></ul>L1 L2 L3
    14. 14. <ul><li>Unlocking rewards: Bonus space in Dropbox </li></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS L1 L2 L3
    15. 15. <ul><li>LEVEL 1 COMPLETED </li></ul>
    16. 16. <ul><li>Our time to finish Level 1 </li></ul><ul><ul><li>3:46 </li></ul></ul><ul><ul><li>WE HAVE BROKEN A RECORD! </li></ul></ul><ul><ul><li>Our time: </li></ul></ul><ul><ul><li>Average time: </li></ul></ul><ul><ul><li>Previous record: </li></ul></ul><ul><ul><li>BONUS POINTS: </li></ul></ul><ul><ul><li>3:53 </li></ul></ul><ul><ul><li>00 </li></ul></ul><ul><ul><li>10 </li></ul></ul><ul><ul><li>20 </li></ul></ul><ul><ul><li>30 </li></ul></ul><ul><ul><li>40 </li></ul></ul><ul><ul><li>50 </li></ul></ul><ul><ul><li>60 </li></ul></ul><ul><ul><li>3:50 </li></ul></ul><ul><ul><li>70 </li></ul></ul><ul><ul><li>70 </li></ul></ul>
    17. 17. Level 1: Piano stairs and “Gamification” Level 3: A return to the real world L1 L2 L3 WEB EXPERIENCE MANAGEMENT SOLUTIONS Level 2: Examining fun and games
    18. 18. <ul><li>What is a game? </li></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS L1 L2 L3
    19. 19. <ul><li>What is a game? </li></ul><ul><ul><li>Structured play: </li></ul></ul><ul><ul><li>Artificial rule/s </li></ul></ul><ul><ul><li>+ </li></ul></ul><ul><ul><li>Artificial goal/s </li></ul></ul><ul><ul><li>= </li></ul></ul><ul><ul><li>Interesting fun challenges </li></ul></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS L1 L2 L3
    20. 20. <ul><li>What is a game? </li></ul><ul><ul><li>Only use your feet </li></ul></ul><ul><ul><li>+ </li></ul></ul><ul><ul><li>Get the ball in the goal </li></ul></ul><ul><ul><li>= </li></ul></ul><ul><ul><li>Football </li></ul></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS L1 L2 L3
    21. 21. <ul><li>How are video games different? </li></ul><ul><ul><li>Controlled environment </li></ul></ul><ul><ul><li>Allowing: </li></ul></ul><ul><ul><li>-Complicated “rules” (/physics etc.) </li></ul></ul><ul><ul><li>-”Juicy” feedback </li></ul></ul><ul><ul><li>-A rich tapestry of challenging but achievable goals </li></ul></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS L1 L2 L3
    22. 22. <ul><li>Examining video games goals: Super Mario Brothers </li></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS L1 L2 L3
    23. 23. <ul><li>Examining video games goals: Super Mario Brothers </li></ul><ul><ul><li>Long-term goal: </li></ul></ul><ul><ul><li>Defeat King Koopa and rescue the Princess </li></ul></ul><ul><ul><li>Middle-term goal: </li></ul></ul><ul><ul><li>Complete this world </li></ul></ul><ul><ul><li>Short-term goal: </li></ul></ul><ul><ul><li>Complete this level </li></ul></ul><ul><ul><li>Immediate goal: </li></ul></ul><ul><ul><li>Head right while: </li></ul></ul><ul><ul><li>-Avoiding / killing enemies </li></ul></ul><ul><ul><li>-Collecting coins and power-ups </li></ul></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS L1 L2 L3
    24. 24. <ul><li>Examining video games goals: </li></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS L1 L2 L3
    25. 25. <ul><li>Examining video games goals: </li></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS <ul><ul><li>Goals, nested in goals, nested in goals </li></ul></ul>L1 L2 L3
    26. 26. <ul><li>Examining video games goals: </li></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS <ul><ul><li>Skill/time </li></ul></ul><ul><ul><li>Difficulty </li></ul></ul>
    27. 27. <ul><li>” FLOW” </li></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS http://en.wikipedia.org/wiki/Flow_%28psychology%29 <ul><ul><li>FLOW </li></ul></ul><ul><ul><li>Anxiety </li></ul></ul><ul><ul><li>Boredom </li></ul></ul><ul><ul><li>Skill/time </li></ul></ul><ul><ul><li>Difficulty </li></ul></ul>
    28. 28. <ul><li>Why do we play games? </li></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS L1 L2 L3
    29. 29. <ul><li>Why do we play games? </li></ul><ul><ul><li>Because they’re fun </li></ul></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS L1 L2 L3
    30. 30. <ul><li>Why are games fun? </li></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS L1 L2 L3
    31. 31. <ul><li>Why are games fun? </li></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS <ul><ul><li>Challenge </li></ul></ul><ul><ul><li>Autonomy </li></ul></ul><ul><ul><li>Feedback </li></ul></ul><ul><ul><li>Mastery </li></ul></ul><ul><ul><li>Goal </li></ul></ul><ul><ul><li>Achievement </li></ul></ul>L1 L2 L3
    32. 32. <ul><li>Why are games fun? </li></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS <ul><ul><li>Challenge </li></ul></ul><ul><ul><li>Autonomy </li></ul></ul><ul><ul><li>Feedback </li></ul></ul><ul><ul><li>Achievement </li></ul></ul><ul><ul><li>Mastery </li></ul></ul><ul><ul><li>Goal </li></ul></ul><ul><ul><li>- Serious consequence </li></ul></ul>L1 L2 L3
    33. 33. <ul><li>Why are games fun? </li></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS <ul><ul><li>Challenge </li></ul></ul><ul><ul><li>Autonomy </li></ul></ul><ul><ul><li>Feedback </li></ul></ul><ul><ul><li>Achievement </li></ul></ul><ul><ul><li>Mastery </li></ul></ul><ul><ul><li>Goal </li></ul></ul><ul><ul><li>- Serious consequence </li></ul></ul><ul><ul><li>+ X (?) </li></ul></ul>L1 L2 L3
    34. 34. <ul><li>Why are games fun? </li></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS <ul><ul><li>Challenge </li></ul></ul><ul><ul><li>Autonomy </li></ul></ul><ul><ul><li>Feedback </li></ul></ul><ul><ul><li>Achievement </li></ul></ul><ul><ul><li>Mastery </li></ul></ul><ul><ul><li>= Fun </li></ul></ul><ul><ul><li>(?) </li></ul></ul><ul><ul><li>Goal </li></ul></ul><ul><ul><li>- Serious consequence </li></ul></ul><ul><ul><li>+ X (?) </li></ul></ul>L1 L2 L3
    35. 35. <ul><li>Why are games fun? </li></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS <ul><ul><li>Not totally sure </li></ul></ul>L1 L2 L3
    36. 36. <ul><li>Why do we play games? </li></ul><ul><ul><li>Because they’re fun </li></ul></ul>WEB EXPERIENCE MANAGEMENT SOLUTIONS L1 L2 L3
    37. 37. <ul><li>LEVEL 2 COMPLETED </li></ul>
    38. 38. <ul><li>Our time to finish Level 2 </li></ul><ul><ul><li>9:34 </li></ul></ul><ul><ul><li>WE HAVE BROKEN A RECORD! </li></ul></ul><ul><ul><li>Our time: </li></ul></ul><ul><ul><li>Average time: </li></ul></ul><ul><ul><li>Previous record: </li></ul></ul><ul><ul><li>BONUS POINTS: </li></ul></ul><ul><ul><li>9:41 </li></ul></ul><ul><ul><li>00 </li></ul></ul><ul><ul><li>10 </li></ul></ul><ul><ul><li>20 </li></ul></ul><ul><ul><li>30 </li></ul></ul><ul><ul><li>40 </li></ul></ul><ul><ul><li>50 </li></ul></ul><ul><ul><li>60 </li></ul></ul><ul><ul><li>9:35 </li></ul></ul><ul><ul><li>9:36 </li></ul></ul><ul><ul><li>9:37 </li></ul></ul><ul><ul><li>9:38 </li></ul></ul><ul><ul><li>9:39 </li></ul></ul><ul><ul><li>9:40 </li></ul></ul><ul><ul><li>9:36 </li></ul></ul><ul><ul><li>9:41 </li></ul></ul><ul><ul><li>70 </li></ul></ul><ul><ul><li>70 </li></ul></ul>
    39. 39. Level 1: Piano stairs and “Gamification” Level 2: Examining fun and games Level 3: A return to the real world L1 L2 L3 WEB EXPERIENCE MANAGEMENT SOLUTIONS
    40. 40. Level 1: Piano stairs and “Gamification” Level 2: Examining fun and games Level 3: A return to the real world
    41. 41. Play versus work <ul><ul><li>In 2007, I moved to Montreal with my girlfriend. I thought I was lucky to very quickly land myself a job “testing” video games. </li></ul></ul><ul><ul><li>For eight weeks I played Contra 4 and Army of Two every day, from 8:30am until 5pm. </li></ul></ul><ul><ul><li>I learnt an important lesson… </li></ul></ul>
    42. 42. Play versus work <ul><ul><li>Work consists of whatever a body is obliged to do. </li></ul></ul><ul><ul><li>Play consists of whatever a body is not obliged to do. </li></ul></ul><ul><ul><li>Mark Twain </li></ul></ul>
    43. 43. Why are games fun? <ul><ul><li>Challenge </li></ul></ul><ul><ul><li>Autonomy </li></ul></ul><ul><ul><li>Feedback </li></ul></ul><ul><ul><li>Achievement </li></ul></ul><ul><ul><li>Mastery </li></ul></ul><ul><ul><li>= Fun </li></ul></ul><ul><ul><li>(?) </li></ul></ul><ul><ul><li>Goal </li></ul></ul>
    44. 44. Why are games fun? <ul><ul><li>For one: we are not obliged to do them </li></ul></ul><ul><ul><li>“ Compulsory fun” = torture </li></ul></ul>
    45. 45. <ul><li>Why do we use websites? </li></ul><ul><ul><li>Most of the time </li></ul></ul><ul><ul><li>it is to achieve a purpose </li></ul></ul><ul><ul><li>Seldom </li></ul></ul><ul><ul><li>because we are looking for a diversion </li></ul></ul>
    46. 46. <ul><ul><li>“… is an inadvertent con. It tricks people into believing that there’s a simple way to imbue their thing … with the psychological, emotional and social power of a great game” </li></ul></ul><ul><ul><li>Margaret Roberson </li></ul></ul><ul><ul><li>http://www.hideandseek.net/2010/10/06/cant-play-wont-play/ </li></ul></ul>“ Gamification”
    47. 47. <ul><ul><li>“ Games are not fun because they’re games, but when they are well-designed” </li></ul></ul><ul><ul><li>Sebastian Deterding </li></ul></ul><ul><ul><li>http://www.slideshare.net/dings/pawned-gamification-and-its-discontents </li></ul></ul>
    48. 48. <ul><ul><li>What if all stairs were piano stairs? </li></ul></ul><ul><ul><li>What if all presentations quirky fonts and sound effects? </li></ul></ul><ul><ul><li>What if all sites were “gamified”? </li></ul></ul>Questions
    49. 49. <ul><ul><li>You can’t build fun into a system: </li></ul></ul><ul><ul><li>Fun is not an intrinsic attribute; it is the effect caused in a subject </li></ul></ul>Key messages
    50. 50. <ul><ul><li>So sadly, there is no simple answer </li></ul></ul><ul><ul><li>We need to think hard to ensure sites and applications are well designed </li></ul></ul><ul><ul><li>(Fun is an extremely optimistic [and subject dependant] goal) </li></ul></ul>Key messages
    51. 51. <ul><ul><li>Universally good ideas: </li></ul></ul><ul><ul><li>Clear goals </li></ul></ul><ul><ul><li>Clear current status </li></ul></ul><ul><ul><li>Clear path to goal </li></ul></ul><ul><ul><li>Clear choices </li></ul></ul><ul><ul><li>Clear confirmation </li></ul></ul><ul><ul><li>Excessive feedback </li></ul></ul>Key messages
    52. 52. <ul><ul><li>Know your users </li></ul></ul><ul><ul><li>Know the context </li></ul></ul><ul><ul><li>There will be some situations where some gaming mechanics may make sense </li></ul></ul><ul><ul><li>BUT: Game mechanics for their own sake are kryptonite to users </li></ul></ul>Key messages
    53. 53. By Matt Lane GOVIS Conference 2011 21 June 2011 How high do the piano stairs go? Applying fun to user experience Presents: INSERT COINS WEB EXPERIENCE MANAGEMENT SOLUTIONS

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